Jenn-Air Targets Practical Cooks

LB Works print ads use new tag prior to product-line launch

With a line of small appliances making its debut later this summer, Jenn-Air aims to give its core stoves and ranges an updated and practical feel in a new campaign from LB Works.

The print effort is an attempt to depict the “practical indulgence” of high-end appliances, said Andrew Meyer, cd at the Chicago shop. One ad shows a kitchen completely styled in blue, save for a worn spot on the floor in front of the stove.

The work, which breaks in July issues of home-improvement and design magazines, introduces a new tagline, “For the love of cooking,” to set the stage for the Altrezzi line of countertop appliances scheduled to launch in August, said Kingsley Shannon, brand manager for Jenn-Air. The tag replaces the long-running, “The sign of a great cook.”

“This is more of a modern update of a similar sentiment,” said Meyer.

The shop’s previous ads focused on style, with fashion-oriented close-ups of ranges and appliances. By showing entire kitchen settings, the new campaign can feature a number of appliances while offering ideas on how consumers can use the products to redecorate, Meyer said.

Although Jenn-Air vies with luxury brands such as Wolf Gourmet and Viking, lower pricing allows it to be positioned as a more practical choice, Shannon said.

Jenn-Air, a division of Newton, Iowa-based Maytag Corp., spent nearly $10 million on ads for the brand in 2002, according to TNS Media Intelligence/CMR.